Chiara Civera, University of Turin

Demetris Vrontis, University of Nicosia

Sanjit K. Roy, Edith Cowan University

Valentina Chiaudano, University of Turin

The special issue examines how emerging technologies like artificial intelligence, machine learning, and blockchain can reshape marketing strategies toward a multi-stakeholder approach in global contexts. While firms increasingly deploy advanced technologies to enhance customer engagement and personalization, there is limited understanding of how these technologies can support marketing that simultaneously addresses the interests of employees, suppliers, regulators, communities, and society. The issue seeks to bridge this gap by exploring how NATs enable stakeholder engagement, value creation, and governance across global marketing ecosystems.

Appel publié par Journal of Strategic Marketing. Lire l'appel complet sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Artificial Intelligence and Value Co-Creation in Global Marketing Ecosystems: how AI and advanced technologies reshape marketing strategies, processes, and interactions among multiple stakeholders in global markets; how NATs enable new forms of value co-creation among firms, customers, suppliers, regulators, and communities; how technology-enabled marketing infrastructures enhance transparency and coordination across global value chains
• Governance, Ethics, and Responsible AI in Marketing: ethical, governance, and organizational implications of NAT-driven marketing systems; algorithmic bias, transparency, accountability, and fairness in data-driven marketing practices; governance mechanisms and organizational capabilities for implementing responsible and transparent NAT-enabled marketing strategies; managing stakeholder tensions and trade-offs arising from NAT-supported marketing decisions
• Cross-Country Dynamics of New-age Technologies in Marketing: how institutional environments, cultural contexts, and regulatory frameworks influence the adoption and governance of artificial intelligence in global marketing; cross-country differences in implementation of NAT-enabled marketing strategies; how new-age technologies influence global marketing strategy and ecosystem coordination; how NATs support sustainable, inclusive, and responsible marketing practices in global markets

Timeline

• April 30, 2027: Manuscript submission deadline